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Delaney Lund Knox Warren & Partners' work for Batchelors Cup A Soup supports the launch of the new jar of instant soup, continuing the "Great Big Hug in a Mug" campaign launched in January last year. The ad features multiple blue furry arms who leap out of a plane and float down on to the shoulders of chilly parents standing on the sidelines of a children's football match. The arms give the parents a hug as they take the first sip of their Cup A Soup. A press ad shows the five parachuting blue hugs holding the Batchelors Cup A Soup 12-servings jar. Batchelors has a 69% share of the £70m instant dry soup market.